Influence of Social Media Influencers on Marketing Effectiveness: A Qualitative Study

Author(s)	Ms. Heena Dhiman
Country	India
Abstract	The emergence of social media influencers has significantly altered contemporary marketing practices by enabling brands to communicate with consumers through trusted digital personalities. While prior research has largely relied on quantitative methods to measure influencer impact, limited qualitative studies explore how consumers subjectively perceive influencer-driven marketing. This study adopts a qualitative research approach to examine the influence of social media influencers on marketing effectiveness from the consumer perspective. In-depth semi-structured interviews were conducted with 300 active social media users who regularly engage with influencer content. Data were analyzed using thematic analysis to identify recurring patterns related to trust, authenticity, brand perception, and purchase behavior. The findings reveal that influencer credibility, perceived authenticity, emotional connection, and content relatability play a central role in shaping consumer attitudes and purchase decisions. The study contributes to marketing literature by offering rich, contextual insights into influencer marketing mechanisms and provides practical implications for brands seeking to design ethical and effective influencer strategies.
Keywords	Influencer marketing, social media, qualitative research, consumer perception, brand trust
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-02-12

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International Journal For Multidisciplinary Research